The premium cosmetics market has at last embraced the fast developing organics and naturals trend, with YSL Beaute-owned designer fragrance brand, Stella McCartney, creating the100 per organic facial care line, Care by Stella McCartney.
This is the first time that McCartney has branched out into skin treatment and also marks the first time a luxury fashion label has created an exclusively organic skin care product.
This bold move by McCartney mirrors the designer's well-publicised ethos on environmental issues. The beauty line, due to be launched in Spring 2007, boasts that all formulas exclude synthetic preservatives, silicone and any ingredients that are of animal origin or have been tested on animals.
With the organic cosmetic market developing rapidly, it seems it was only a matter of time before the premium cosmetics market picked up on the trend. Sales of natural & organic cosmetics are projected to surpass the €1 billion mark for the first time this year, growing by an average of 20 per cent a year, according to market researcher, Organic Monitor.
Targeting all areas of the facial skin care market, the Care range consists of moisturisers, a cleanser, toner and three elixirs, made entirely of organic produce, the main ingredients are extracts of grapeseed oil, linseed oil, rose oil, mallow, green tea, and soybean oil. Prices range from €30- €60, with the moisturiser priced at €69.
However, not content with simply making waves in the organic cosmetics market, McCartney is also intending to capitalise on the fast-growing male grooming trend, marketing the range as 'unisex'.
Arguably McCartney's motivation for the line was the work of her mother and human rights activist, Linda McCartney. Following her mother's death in 1998, McCartney has carried on her work by using her celebrity, designer status to work with PETA (People for the Ethical Treatment of Animals) to raise awareness of global animal cruelty.
The launch of her new, organic, facial care range shows that McCartney is intent on branching out from fashion into different industries, and has picked up on the developing organic trend in the cosmetics market.